Object of Sanitary Pad
is mainly “High & Prompt Absorbency”
during menstrual period which is being strategically appealed by all three
brands.
Branding &
Communication Strategy:-
New campaign of Whisper Ultra Clean directly conveying
message “Switch to Hamesha (Always) Whisper Ultra Clean & Free from
frequently changing pads. Brand itself is appealing that One Whisper Ultra
Clean Pad having capacity to absorbing 5 time much better than ordinary pads. Many
times Girls are feeling nervous, bring down her confidence, constraint in work
due to frequently changing pads, the same thing has been conveyed by Whisper
Ultra Clean.
Television commercial:-
http://www.youtube.com/watch?v=S3xFhmU-e3I
TVC Communication Highlight:-
Young Girl is refusing to her friends for meal and seating there on top place
where she is painting. It means you can work freely and confidently wherever
& whenever you are during period. Secondly,
she is appealing that “make your own rules and forget old rule because 1
whisper Ultra clean = 5 ordinary Pads.
“Switch to” concept
has already been executed by Sofy Side wall brand a year back (July’12) and
campaign been endorsed by Ms. Anushka Sharma (Bollywood Actress). The same concept
is carried on with little changed which is influencing more and support to
increase brand value.
“Switch To” Concept same
but the communication changes are between Whisper Ultra clean & Sofy Side wall:-
(1) Punch line Switch to Sofy Side wall (For Sofy brand) and
Switch to Hamesha (always) Whisper Ultra Clean
(2) Pads Featuring for Why need to Switch:- Sofy featuring
that it has unique & flexible side wall which is protect from leakage and
dry for longer time. While Whisper Ultra Clean featuring that it has capacity
of 5 times dry promptly & better than ordinary pads (1 Whisper Ultra Clean
= 5 Ordinary Pads), and no need to change pads frequently.
Television commercial – Sofy: - http://www.youtube.com/watch?v=EGZQFhG2yXo
Television commercial - Whisper:- http://www.youtube.com/watch?v=S3xFhmU-e3I
(3) At the end of TVC Sofy has shown word “Switch To” because yet brand could not
build image as well as still it has lack of brand awareness across India. While
at the end of campaign Girl herself conveying message “Switch to Hamesha
(always) by her voice. Because consumers are aware well and already built
strong brand image globally.
(4) Girls has wearing same color costume & shoe as color
of Whisper packaging and it is showing acceptance of brand While Sofy TVC has
not found the same.
So, concept is same but communication strategy & style
is much different which is influence brand image, brand value and brand
identity towards consumers. Consumers are aware with all brands however it will
be playing vital role to maintain the same. Since 2-3 years Stayfree is more
emphasizing on CSR activity with conveying message Ab waqt hai badalne ka (Now, Time for Change).
My Previous Post for Reference:- http://viragbrand.blogspot.in/2012/07/switch-to-sofy-side-wall.html
Let’s see whether “Switch
To” concept will work or not!
